PROJECT OVERVIEW
TVE NextGen was the approach NBCU Digital Distribution required for a completely new product design of the NBCU Television Experience. The system needed to be interchangeable within all of the NBCU TV Networks and incorporate the broad spectrum of content offerings.
The current system was built incrementally and without any long-term strategy. UX/UI had made some improvements (see the following projects: TVEverywhere, The TVE Player, and TVE MVPD Overlays. But a full-site overhaul that could compete with the emerging competition was long overdue.
Content-immersion/content-first was the approach taken. A full-screen video streaming live TV became the automatic default. There was no need to click or sign in: the TVEverywhere experience was already on. Video-on-demand, interactive television, and special productions were all discovered based on user preferences and site-generated recommendations. The site was stripped of clutter and brought user/brand interaction to the forefront with exclusive offerings not found on other streaming platforms.
The interface easily extended to all NBCU Properties — the user could jump from the Syfy Channel to CNBC and then over to the USA Network — all within a seamless experience where only the content offerings changed. The design allowed for cross-brand personal recommendations based on this user-generated data. This new implementation greatly expanded the reach and discoverability of all NBCU content.
The following illustrates the concept using SYFY as the branded example.
